With 160 million consumers now using smartphones, it’s no surprise mobile search is booming. In fact, U.S. mobile search ad spend grew over 120% in 2013 and is estimated to grow another 82.3% in 2014 according to eMarketer. But businesses are unknowingly limiting the power of mobile search. Marketers could wring far more ROI from mobile search if they addressed one big missing link: inbound phone calls.

Clicks and lead forms may have been the answer when desktops were the door to consumer discovery, but in today’s mobile world, voice conversations are the key to conversions.